Annual Report 2020

Sustainability Statement Our Response to Covid-19 Managing our distressed guests became and remains our top priority. We recruited 155 contract staff made up of AirAsia pilots and cabin crew to help with the crisis. With their help, we were able to bring down wait times within reasonable limits, and managed to get through this challenging period. In addition to engaging with guests and answering their queries, we have adopted various measures to show we care: • Effective 22 June 2020, we introduced same-day credit so that the cost of cancelled flights is credited into guests’ BIG member accounts instantly or at least within the day. • In March, we launched a “Flexibility for You” campaign allowing guests to either: a) convert cancelled flights to credits and book a new flight within two years; or b) change their flight date any number of times at no extra cost. • We ran educational campaigns (via edms, social media, media releases and visual content) to help guests understand how to use AVA to submit their requests, which allowed for faster processing through built-in automation. To allay some of the inevitable negative sentiment, we responded with campaigns to explain AirAsia’s position. While acknowledging our guests’ frustration, we highlighted the fact that we were doing our best to continue serving them and that we had their interests at heart. • We launched an “AVAzing Grace” campaign to mitigate some of the negative social and media sentiment around our chatbot, which was handling more than 80% of queries during the pandemic. • We featured key Customer Happiness (CH) Allstars from across the Group in various media. • Through a Safe Flying campaign, we encouraged guests to take up the credit option versus flight refund. Enhancing Digital Customer Experience We also issued press releases/media announcements and created video content on new products and innovations, such as Scan2fly and FACES for greater convenience and safety in the current environment. • Scan2Fly enables guests to scan and upload any medical certificates required during the online self-check-in process. The system determines guests’ eligibility to fly before they arrive at the airport, for example, providing instant verification of Covid-19 related travel documents. • FACES, our facial biometric recognition system, was introduced at Senai Airport, Johor Bahru in 2018. After being fine-tuned, the system will be rolled out at klia2 and other airports throughout Malaysia beginning April 2021. • Passenger Reconciliation System (PRS) is another contactless procedure that enables passengers to scan their boarding passes so as to eliminate the need for physical contact between guests and aviation security staff from the time they check-in till they board the aircraft. The system was tested in 2020, and will be rolled out at klia2 in early 2021, followed by other airports in Malaysia where AirAsia operates. Net Promoter Score (NPS) In line with being guest obsessed, we have been monitoring our NPS since 2017. Emails are sent to guests before and after their trips, seeking feedback on various aspects of flying with AirAsia. Feedback is fed into the NPS platform which informs us of how satisfied our guests are with our service, and how willing they are to recommend AirAsia to others. The index ranges from -100 to 100. A minus score means customers would not recommend a company while positive scores indicate how positively they view the company vis-a-vis others. Our NPS has been increasing steadily from 2017, indicating vast improvement in the guest experience. We are particularly proud of the significant jump in NPS from 2019 to 2020 given the challenging caseload our CH staff had to handle. 2017 2018 2019 The Group’s NPS scores from 2017-2020 NPS Scores 2020 17 31 38 52 0 10 20 30 40 50 60 102 AIRASIA GROUP BERHAD